MBA学位论文
作者：张玉琪
NKTM公司乳制品营销渠道的优化研究
NKTM公司乳制品营销渠道的优化研究
中文摘要
近年来，我国乳制品行业的竞争变得日益激烈，各乳制品企业的销售渠道也在
不断延伸和渗透，这对NKTM公司的生存与发展形成了挑战。通过对于公司当前所
在的行业发展环境和市场竞争环境分析，我们发现在产品同质化的情形下，NKTM公
司生产的乳制品在产品、价格和促销这三个方面改进的余地已经变得很小，难以形
成有效的突破。因此，公司的营销渠道优化管理就成为其可持续发展的突破口。
笔者对公司的营销渠道开展了深入调研和访谈，以客观事实为依据，通过查阅
相关文献，在渠道理论的指导下，深入探究乳制品营销环境和市场竞争态势，分析
营销渠道模式和格局，发现公司在营销渠道建设和运行过程中存在的问题，并分析
这些问题存在的根源。在此基础上提出渠道的优化方案是，公司必须顺应当今营销
渠道发展趋势，结合自身进行准确判断，不断优化和创新营销渠道，通过增加直营
渠道，重新确定经销商渠道，建立电商渠道等方式，形成多渠道运行，让多样化的
营销渠道发挥最大优势，迅速扩大市场，提高产品知名度，提高产品的市场覆盖
率，抢占市场份额，使公司在激烈的市场竞争中占据有利地位。在多渠道运行下，
公司需要采取有效措施防治营销渠道冲突。为了提高渠道效率，还要健全完善适应
不同渠道层级的营销价格体系，完善渠道成员培训机制，优化渠道绩效评价体系、
健全渠道激励政策措施，使其更能适应乳制品市场要求。同时，为了使公司的渠道
优化工作顺利开展，制定了营销渠道优化的保障措施，以此指导公司对其渠道进行
优化实践。
本文研究的意义主要在于探讨了新时代、新形势下公司乳制品营销渠道优化管
理的有效路径，以便其应对激烈的市场竞争，使公司能够更好更快发展，同时也对
同行业的乳制品营销渠道建设和优化发挥到一些积极的借鉴意义。
关键词：乳制品，营销渠道，渠道优化
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MBA学位论文
作者：张玉琪
NKTM公司乳制品营销渠道的优化研究
RESEARCH ON THE OPTIMIZATION OF DAIRY
PRODUCTS MARKETING CHANNEL OF NKTM DAIRY
COMPANY
Abstract
In recent years, the competition in China's dairy industry is becoming increasingly
fierce, and the dairy sales channels of variousenterprises are also expanding and
penetrating, which has caused great pressure and challenges to the development of NKTM
dairy company.Through the analysis of the company's current industry environment and
competitive environment, we found that under the background of product homogenization,
the company's dairy products have little space for improvement in the three marketing
elements of product,price and promotion, soit is difficult to forman effective
breakthrough.At present, the marketing channel optimization of NKTM dairy company
has become the key breakthrough for its sustainable development.
The author conduct in-depth research and interviews on the company's marketing
channels， basing on objective facts， by consulting relevant literature， under the
guidance of channel theory， deeply explore the marketing environment and market
competition situation of dairy products, analyze the mode and pattern of marketing
channels, find the problems existing in the construction and operation of marketing
channels, and analyze the root causes of these problems. On this basis, the channel
optimization plan is that， the company must comply with the development trend of
today's marketing channels, make accurate judgment in combination with itself, constantly
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MBA学位论文作者：张玉琪
NKTM公司乳制品营销渠道的优化研究
optimize and innovate marketing channels, to form multi-channel operation by increasing
direct channels, redefine dealer channels and establish e-commerce channels, so as to
maximize the advantages of diversified marketing channels, rapidly expand the market
and improve product popularity, Improve the market coverage of products, seize the
market share, and make the company occupy a favorable position in the fierce market
competition.Under multi-channel operation, the company needs to take effective measures
to prevent marketing channel conflict. In order to improve channel efficiency, we should
also improve the marketing price system to fit for different channel levels, improve the
training mechanism of channel members, optimize the channel performance evaluation
system, and improve the channel incentive policies and measures to make it more suitable
for the requirements of the dairy market.At the same time, the guarantee measures for
marketingchannel optimizationareformulated toguidethecompany's channel
optimization practice.
The significance of this paper is to explore the optimization path of the company's
dairy marketing channel management under the new situation, so as to deal with the fierce
market competition and enable the company to develop better and faster. At the same time,
it also has some positive reference significance for the construction and optimization of
dairy marketing channels in the same industry.
Key words: dairy products, marketing channel, channel optimization
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